A year hasn’t passed since Facebook’s infamous privacy blunders around Cambridge Analytica and other vulnerabilities on the platform.

It’s been an even shorter time since the Federal Trade Commission fines the company a record $5 billion for said blunders and a #DeleteFacebook was trending on Twitter. In the midst of all this, Facebook has decided to launch its long-awaited dating app.

Setting Itself Apart

The hardest part for Facebook will probably be setting Itself apart from the dozens of other dating apps already available on the market. To do this, it intends to leverage two key advantages it holds: data and Instagram.

The first part is pretty easy to wrap our heads around – Facebook has massive amounts of data. The company is infamous for the amount of creativity they employ in collecting data from people in ways that most other companies could never dream of.

This data is bound to give them deep insight into people’s personalities and preferences, and as a result, present better matches than any other company can achieve.

The second is slightly more involving, but it’s essentially an integration of Instagram within the dating app. Followers and Facebook friends can be added to a ‘Secret Crush’ list, and the other party will only be notified if the feeling is mutual.

Working Around Privacy Concerns

Despite how it may seem at times, the developers at Facebook are not completely incompetent when it comes to privacy. The company has already addressed a number of ways they intend to safeguard the interests of people that rely on the app.

The main way is separating Facebook Dating and normal Facebook functionality apart. People shown to you on Facebook Dating’s recommendations will not include your friends or family.

This can be taken a step further, as they give you the option to even block off friends of friends from your recommendation list, too. Anyone afraid of meeting their friends, co-workers or professional acquaintances on the app are in the clear.

The Matchmaking

Despite all the troves of information we have about it, the main feature that’s likely to make this app success is the matchmaking. Platforms like OkCupid are better known as places to form a connection, as opposed to Tinder, for instance, because of their approach to matchmaking.

Facebook’s recommendation engine is so good that it’s able to recommend people you’ve met in real life as friends on Facebook as soon as you create an account. Yes, Facebook has that much data on you. Officially, though, they will rely on your preferences, interests and your Facebook behavior.

Additional Features

Other features that users may find appealing is having matches recommend based on events you’ll both soon be attending and groups you both participate in (this feature is off by default). Beyond that, the only factors we know are going to be relied upon are mutual schools and mutual friends (which can be enabled). Anything more is pure speculation.